口碑类型对网络口碑信任度的影响——基于产品涉入程度的调节

网络口碑已经成为消费者了解产品或服务的一个主要信息来源，然而网络口碑信任的问题成为了口碑营销一直关注的问题。不同类型的口碑对网络口碑信任度的影响效果引起本文的关注。本文采用2×2的组间实验设计，以129名在校大学生消费群体作为被试样本,探讨了口碑类型对网络口碑信任度的影响及产品涉入度的调节作用。研究发现消费者对属性评价型口碑比单纯推荐型口碑的信任度更高，属性评价型口碑，消费者产品涉入度低，网络口碑信任度低；单纯推荐型口碑，消费者产品涉入度高，网络口碑信任度也高。该研究结论对于网上商店如何管理网络口碑及提高网络口碑信任度具有重要指引作用。
【关键词】 网络口碑；信任度；口碑类型；产品涉入程度
Word of Mouth Types Impact on e-WOM Trust:
Based on Moderate Effect of Product Involvement
 

【Abstract】The e-WOM has become a major source of information for consumers to understand the product or service. However, the e-WOM trust has become the question the word of mouth marketing has concerned. This article is concerned that how different types of word of mouth affect the e-WOM trust . This paper, using a 2 × 2 factorial design, 129 college students in ShenZhen participated in this experiment voluntarily. It discusses the relationship between different types of the word of mouth and e-WOM trust and Moderate Effect of product involvement. The study found that: consumers trust Property evaluation of e-WOM more than Simply recommendation of e-WOM. In Property evaluation of e-WOM, consumer product involvement is low, the e-WOM trust is low; in Simply recommendation of e-WOM, consumer product involvement is high, e-WOM trust is also high. The study's conclusion plays the important guidance role for the online store to manage the e-WOM and on-line reputation trust.
【Key words】Word of Mouth; Trust; Word of Mouth Types; Involvement

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